10+1 trends of Russian beer market 2015-2017Despite of the moderately negative prognoses for 2017, the beer market can be stabilized soon. Yet the years of the negative dynamics have resulted in marketing being limited just to “optimization” and the art of balancing between price and volumes. Bigger supermarkets share means stronger trade marketing. These processes are connected to the majority of the described trends. At the same time, the federal brands inflation leads to searching for new tastes, sales channels and contact formats that expand the product range and diversify the beer market, but do not imply a substantial volume increase. Let us enumerate and further discuss the ten trends of the beer market we can see in 2015-2017 as well as the major event of 2017.
Beer market of Ukraine 2017In the first half of 2017, the Ukrainian beer market goes on decreasing slowly. Yet, the companies manage to compensate their lost volumes by raising prices and improving the sales structures. This results in the mid price market segment reduction while the sales of premium brands are rising. These processes are connected to position strengthening of companies Carlsberg Group and Oasis and the market share reduction of Obolon. Most of the novelties by the market leaders belong to craft or hard lemon categories.
Beer market of Russia 2016: PET goes to draftThe beer market of Russia was warmed up by the hot summer, but the preparation for large volume PET prohibition has already impacted it negatively. The year was successful for Efes, MBC and regional producers; Carlsberg’s positions were virtually stable but AB InBev and Heineken lost a part of market share having focused on the sales profitability. The dynamics of big brands was determined by how much the companies were willing to keep the prices down or by their promotional activity. In this context the economy segment of the beer market and sales of inexpensive draft beer were increasing. The premium segment started shrinking due to license brands migrating to the mainstream segment.
Beer market of Vietnam: “Young tiger”Vietnam is one of the few big beer markets that continue to grow steadily. The beer popularity results from its low price, street consumption culture, and social motives. The outlooks of beer market as well as the Vietnamese economy inspire optimism, though the country is heavily dependent on export of goods. The state regulation can be called liberal, but the key risk for brewers is harbored in intensive rising of excise. Within TOP-4 there are two leaders, Sabeco and Heineken that grow at the fastest rates. The first company effectively employs its capacities, the second one focuses on marketing technologies. Almost 80% of the market belongs to century-old brands, yet the middle class and the youth are shifting their interest toward international premium that is growing taking share from the mainstream.
Consumers decide on the new launching of Cusque?a Red Lager
- Cusque?a Red Lager was launched in 2009 as a special edition, distinguished by its golden red colour and accentuated taste of malt and hops.
- In October 2010, Cusque?a Red Lager returned, surpassing sales expectations.
- Consumers have the option of voting that it return for more time by consulting the Cusque?a website at www.cusquena.com.
Lima, March 1, 2011. - Cusque?a Red Lager, a special edition of Cusque?a, surpassed sales expectations when it was launched on the market in 2009 and 2010. This year, consumers of Cusque?a Red Lager have the option of voting so that it returns for a longer period of time than before.
In 2010, the special edition was launched on a national level. Its availability increased by 430%. Sales outlets where Cusque?a Red Lager appeared once again showed a 39% increase in business.
"We are very satisfied for having surpassed the expectations we had for launching Cusque?a Red Lager on the market in 2009 and 2010. We want to thank the public for having made this sales success possible. Therefore, due to constant requests by consumers for its return, we want to give them the opportunity to decide if we will launch it earlier than expected," Enrique Rosas, director of Marcas Worthmore, part of Backus, commented.
He finished off by saying, "We have decided that if 200,000 beer drinkers vote for Cusque?a Red Lager's return, we will launch it in July this year." Consumers can vote on the Cusque?a website at www.cusquena.com, so that this special edition returns to the market in July. Up until now, around 28,000 people have voted.
Cusque?a Red Lager is the result of constant innovation in the premium beer market where Cusque?a beer, with all its varieties, is a leader. This work allows them to create this golden red beer, a result of the perfect combination of finely selected malts and natural barley toasted during the malt process.
Backus confirms its portfolio management strategy with the Cusque?a Red Lager Special Edition, launching highly distinguished products which add value to the categories in which it participates.
Backus is the business leader in Peru's beer industry with more than 130 years of experience. As part of the SABMiller group, it is the second largest beer company in the world, with production operations and distribution in over sixty countries on over six continents. We have seven industrial plants in various regions of the country and an efficient distribution system, meaning that our brands are in every corner of Peru.
Permanently focused on our clients' and consumers' satisfaction, one of the mainstays of our business plan is the growth of the enterprise through its individual brands. As such, we have a large portfolio of labels: beer and other alcoholic beverages, carbonated and healthy drinks and different kinds of water.
Our ongoing innovation and constant investment in infrastructure and the latest technology guarantee the quality of our products and services.
8 Mar. 2011